Sky snaps up Nissan sponsorship for primetime shows

by Sam Matthews,, Brand Republic 21-Jan-05, 11:00

LONDON - Sky One has sold an unprecedented sponsorship deal for three of its Sunday night primetime TV shows '24', 'Nip/Tuck' and 'Dream Team' to carmaker Nissan for £1.5m.

All three programmes offer the highest ratings for Sky One. Acclaimed drama '24', starring Kiefer Sutherland, is about to enter its fourth series, set 18 months after the end of the third series.

After the explosion of a commuter train, Jack Bauer, who is now working for Secretary of Defence James Heller, played by William Devane, suddenly finds himself heading back to CTU, from which the maverick agent has been sacked.

Plastic surgery drama 'Nip/Tuck', which stars Julian McMahon and Joley Richardson and real-life mother Vanessa Redgrave, won the best television drama award at the Golden Globes last week. Football drama 'Dream Team' completes the line-up.

The deal was negotiated by Nissan's media agency Manning Gottlieb OMD. The trailer and break credits will be used to promote five new cars to be launched by the Japansese car maker throughout 2005.

Nissan will also sponsor interactive zones for each programme, where viewers can access additional content about the programmes and new car launches.

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